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|Title:||An examination of the attitudes and behaviours of ethnic Chinese wine consumers: An exploratory study|
|Citation:||Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007: 3Rs - reputation, responsibility, relevance / Maree Thyne, Kenneth R. Deans and Juergen Gnoth (eds.): pp.2032-2040|
|Publisher:||Australian & NZ Marketing Academy|
|Conference Name:||Australian & New Zealand Marketing Academy Conference (2007 : University of Otago, Dunedin, NZ)|
|Abstract:||Qualitative focus group interviews were performed with ethnic Chinese wine consumers residing in Adelaide, South Australia. The purpose of the interviews was t o explore wine related attitudes and behaviours unique to Chinese consumers. The major findings of the study revealed a preference for sweet wine styles and cork closed wine bottles. The practise of mixing red wine with lemonade was discussed. Participants believed that wine was good for their health particularly in maintaining a healthy cardiovascular system and a medicinal administration of wine for a positive health effect was observed.|
|Description:||ANZMAC 2007: Reputation, Responsibility, Relevance|
|Rights:||© 2007 ANZMAC|
|Appears in Collections:||Agriculture, Food and Wine publications|
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